RETAILERS JOIN USDA'S 'THERMY' CAMPAIGN

ROBERT VOSBURGH

WASHINGTON -- The U.S. Department of Agriculture has formally launched its "Thermy" campaign encouraging backyard barbecuers to use food thermometers in cooking all meat, poultry and egg products.

Retailers are quickly embracing the initiative with a variety of current or planned promotions at the store level, combining the government-approved literature with their own food-safety programs.

Retailers who've signed on so far include Ahold formats Giant Food, Landover, Md.; Tops Friendly Markets, Williamsville, N.Y.; Bi-Lo, Mauldin, S.C.; Stop & Shop, Quincy, Mass.; and Giant Food of Carlisle, Pa. Officials also cited Wegmans Food Markets, Rochester, N.Y.; Schnuck Markets, St. Louis; Spartan Stores, Grand Rapids, Mich.; Big Y Foods, Springfield, Mass.; Supervalu, Minneapolis; Kings Super Markets, Parsippany, N.J; and the various divisions of Albertson's, Boise, Idaho, among others.

The mascot of the initiative, "Thermy," is a thermometer with a human face. His smile is actually the LCD window of the instrument, and in fact, includes a readout of 160 degrees Fahrenheit, the suggested minimum internal temperature for ground beef. His likeness -- on magnets, postcards, brochures and related signage -- is often accompanied by the campaign's slogan: "It's Safe to Bite When the Temperature is Right!"

Some operators received permission to start promoting "Thermy" and his safe-temperature message earlier in the spring.

"We actually kicked off our [own program] in March," said Cheryl Good, manager of community relations and consumer affairs, for Kings Super Markets, Parsippany, N.J., adding that, at the time, the retailer just happened to be embarking on an early-spring promotion of kabobs in the meat department that included the introduction of several new varieties. "We saw it as a great opportunity to continue what we've already been doing with consumers, and that is trying to heighten their awareness of food safety."

Kings, an upscale format owned by Great Britain's Marks & Spencer, introduced customers to Thermy initially through its circular, and subsequently in-store, where the retailer offered discounts on ground beef products with the purchase of any temperature-recording device. According to Good, the two-week offer boosted sales of thermometers and related recording devices by 25%.

At St. Louis-based Schnuck Markets, officials have been preparing for the summer grilling season with programs that include proper cooking suggestions and promotions. Now, Thermy will help the retailer leverage the message even more, according to Joanie Taylor, director of consumer affairs for the chain, which operates more than 90 stores in three states.

"We've been working to get all our material in place and ready to go out with the USDA announcement. We thought it was great timing to kick off the barbecue season," she said.

Every store manager was sent a packet of information to kick off the program, and voice-mail messages were delivered to everyone at the corporate level to ensure everyone was prepared to implement store-level activities surrounding the launch, she said.

The retailer used the template of the USDA's Thermy brochure, but personalized it with the Schnuck's and Logli banners, and substituted additional statistics on food safety that ties in with the food industry's existing Fight BAC! campaign, said Taylor.

"In store, our big effort was to cross-merchandise and to make available the information not just in the meat department, but also at the point of sale were we merchandise thermometers and other temperature indicators in our general merchandise section," she added. "So this was a real team effort -- from the departments; the advertising department, which helped put our messages together, and then consumer affairs is in charge of the consumer campaign."

The Thermy character itself is copyrighted by USDA and its Food Safety and Inspection Service, but FSIS is encouraging reproduction of the image and all related information for educational purposes without further permission. All of it, including a template for the generic Thermy brochure, is ready to download from the agency's Web site, www.fsis.usda.gov/thermy. Retailers can also call FSIS educational staff at 202-720-7943.

Besides the brochure, the official kit includes a feature article for newspapers, various fact sheets and tips for supermarket-level promotional initiatives. Here, retailers can find inspiration for cross-merchandising, displays, bag stuffers, grocery bags, promotional giveaways, advertising, signage, contests and special events.

For example, Kings' Good said the retailer will have a food-education table set up with Thermy literature during an upcoming grilling event in connection with the dedication of a local park in Kings' market area.